H Samuel, the high street jeweller, is poised to ring the changes next week with new store branding by Dalziel and Pow. This comes at a time when its parent company, Signet, closes negotiations for its own sale to an unnamed buyer.
Sources close to the chain say the aim of the design was to encourage a new buyer for Signet. A spokesman for Signet denies this. “The planning of the design process has been underway for two years. We’re just finishing what we’ve started,” he says.
Work begins next week on the graphics and interiors of three London stores. The new branding will be implemented at another 15 sites and is then expected to roll out across the 350-strong chain. “First we will assess the success of the original 15 sites,” explains the spokesman.
H Samuel’s new cream-on-burgundy logo has a gold finish. The two colours will also be used in reverse.
New lighting systems in the rebranded stores will be designed by Pinnegar & Partners.